Advertising Hazards: Your Attention is a Commodity That Can Be Manipulated
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“My Experience is What I Agree to Pay Attention to,” said psychologist William James. And therein lies the problem and danger of advertising: we don’t always agree or choose to pay attention, but it shapes our life experience irrevocably.When we turn on the television, or leaf through the newspaper, every one of us enters into a knowing contract with advertisers - they will do their best to sell us something. According to Tim Wu, law professor at Columbia University and author of new book The Attention Merchants, the online world is markedly different - it runs away with that mutual understanding, stretches it to places and methods you would not sensibly consent to.
What makes us stick around, then? Wu believes it’s our love of free things. Facebook, Google, Amazon, eBay and many other platforms that have become the center of our social, business and retail lives don’t cost a thing to use, and allow us to do so much. But what are the costs of everything being free? In exchange for these privileges, companies and media organizations harvest our attention and sell it to advertisers. They are ‘the attention merchants’. That makes you the commodity.
Many of us revolt against ads - we use ad blockers, choose streaming over broadcast TV, listen to on-demand music rather than radio, and hack our way out of much-loathed KZfaq commercial overtures. But there is subtle attention harvesting happening in ways we cannot see, and do not question. Our preferences and habits are being mined and that information used to sell products and ideas to us at an even deeper level. The high-competition for our attention results in ever-increasing misleading click-bait, flashing images, shorter content (anything to get us in and keep us there), and it actually changes us neurologically. We’ve lost our ability to deeply focus, to get into a flow state where profound work is made - that, in Wu’s eyes is a definite and serious cost.
But even more worrying is the way advertisements push and pull you toward decisions that could change the course of your life entirely. You may spend more money than planned and miss out on experiences you would have organically desired instead, like travel. You may vote for someone you previously wouldn’t have. Open to the influence of companies who know a lot about you, you may end up living a little differently that you wanted to - without even realizing it. This gets us to one of Wu’s big questions: since your mind and attention have become commodities, open to extensive and subtle influenced, are the decisions you’re making really yours? How much of your life is motivated by ideas and impulses disguised so that you feel they are authentically yours? Wu says we need to be diligent in removing ourselves from the attention marketplace regularly enough so that we can be sure we are living lives we can truly call our own.
Tim Wu’s most recent book is The Attention Merchants The Epic Scramble to Get Inside Our Heads.
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TIM WU :
Tim Wu is an author, policy advocate, professor at Columbia Law School, and director of the Poliak Center for the Study of First Amendment Issues at Columbia Journalism School. Wu's best known work is the development of Net Neutrality theory, but he also writes about private power, free speech, copyright, and antitrust.
In 2014, he ran as the progressive Democrat candidate for lieutenant governor of New York. His book The Master Switch (2010) has won wide recognition and various awards. Wu is a contributing writer at The New Yorker and a former contributing editor at The New Republic. He formerly wrote for Slate, where he won the Lowell Thomas Gold medal for Travel Journalism. Wu worked at the Federal Trade Commission during the first term of the Obama administration, and has also worked as Chair of the media reform group Free Press, as a fellow at Google, and worked for Riverstone Networks in the telecommunications industry. In 2015, he was appointed to the Executive Staff of the Office of New York State Attorney General Eric Schneiderman as a senior enforcement counsel and special advisor.
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TRANSCRIPT :
Tim Wu: So there was a man named Benjamin Day who I call the first of the attention merchants, the founder of the New York Sun, who was in his own way a business genius and an innovator. He had this idea which was as opposed to selling a newspaper for six cents which was the normal way of doing it, he would sell his newspaper for a penny and try and attract an enormous audience and resell that audience to advertisers.
Read the full transcript at bigthink.com/videos/tim-wu-on...